In a bid to ‘revolutionize’ fast-food, F1’s Lewis Hamilton is opening the first in what is anticipated to be a global chain of plant-based burger restaurants in London on Monday (2 September).
Located just off Regent Street, Neat Burger is the result of a collaboration between the five-time Formula One world champion, The Cream Group and investors including Tommaso Chiabra, UNICEF Ambassador and Beyond Meat backer.
Neat Burger, said to be the first international, plant-based burger chain, is designed not just to appeal to those following a vegan diet, but anyone who wants ‘delicious, meat-free dishes that are more sustainable, healthier and ethical’.
The Neat Burger menu will consist of three core burgers – The Neat, The Cheese and The Chick’n – created using the meat alternative Beyond Meat, as well as The Hot Dog and sides including skinny fries, sweet potato fries and tater tots. Refreshments will include eco-conscious brand Just Water, ethical Lemonaid sodas, dairy-free milkshakes and alcoholic drinks from Toast Ale.
“I’m very passionate about being kinder to our world and also really respect Neat Burger’s commitment to more ethical practices and supporting small businesses, so this is something I’m also really proud to support,” says Hamilton.
“But it is also about the product. As someone who follows a plant-based diet, I believe we need a healthier high street option that tastes amazing but also offers something exciting to those who want to be meat-free every now and again.”
Tommaso Chiabra adds: “The meat industry is the biggest contributor to greenhouse emissions and its environmental impact is no longer sustainable together with the growth of the population. Neat Burger aims to disrupt the non-sustainable food industry and become a force for good.”
Neat Burger plans to open 14 franchises globally over the next two years.